If a group asks you to donate a book as a door prize, or for a silent auction, don’t just send the book without knowing where it will end up. Agree to donate, but explain that the organization sponsoring the event gets the business card and sends it to you. Then you send the winner the book. That way, you can start developing a relationship with that person and maybe even eventually sell them other products or consulting services.

If the person who wins the book doesn’t want it, explain that you will be happy to forward the book to one of their friends or business associates, and that you’ll write a note explaining that the book you’re sending is on their behalf. This way, you might be able to start building relationships with two people—the person who won the book and the person who ends up receiving it.

If a group asks for a book donation, the group meets monthly and it’s an audience you want to get in front of more than once, send a dozen books and tell the group it can give away one book each month. That means your name and your book will be in front of audience members 12 times.

Instead of giving away a book, donate a private telephone seminar. The winner can invite five of their closest friends and associates. A telephone seminar is like a giant conference all. You can share your expertise and members of the audience can ask questions. To learn more about teleseminrs, see “How to Host Teleseminars and Sell Them as Profitable Products.”

Create a free ebook, filled with helpful tips on a topic that ties into your expertise. Include links that lead back to product pages at your website. Also include links to other websites where you are an affiliate and earn a commission for selling their products.

Instead of donating the actual book, give the organization a gift certificate so the winner has to call you to claim it.

If you’re at the event, ask the organization if it’s OK to stand up and show the audience your book, then hand it to the winner at the front of the room. This ads to your impact and what Raleigh calls your imprint.

About Joan Stewart

Publicity expert Joan Stewart, a PR mentor aka The Publicity Hound, works with small business owners who need free publicity to promote their expertise. She shows you how to establish your credibility, enhance your reputation, position yourself as an expert, and sell more products and services. To receive her free DIY publicity tips twice a week, subscribe here. See all the ways you can work with Joan. Or contact her and ask a burning question about PR, self-promotion or social media.

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